An accomplished street performer, much of his work entails waiting for someone to make a donation. (Inside Edge PR photo)

In the previous post, we took you along to The Magnificent Mile in Chicago, where a street performer was standing perfectly still atop a box.

Spray-painted silver, dressed in flashy attire and sporting an eye-grabbing hair-do, he was waiting for passers-by to make donations that were a pre-requisite for him to swing into action.

When the money wasn’t flowing swiftly or sufficiently enough for his taste, he stepped down to the sidewalk and lectured the audience.

“I’m going to take a break,” he declared loudly while shaking his head. “I guess you just don’t have it.”

The prima donna moment contains three lessons for Chicago marketing and public relations professionals. The first, already noted, is that Our Audience Is in a Continual State of Flux—so keep it in mind and use it to your advantage.

In this second installment, we address a second lesson:

Our Audience May Need to See a Little More

Surely more than a few of us would have been glad to contribute something to our temperamental street performer. All they needed was a little more time, and probably a little more action from him.

Same goes for professionals in any field. So rather than engage in a stand-off where you try to get the other party to blink (i.e. to hire you), use that “down time” more productively by offering something of value to your prospective customers.

For example, take a few minutes and send a few relevant tips that you come across—or better yet, that you create yourself—and which you think might help someone in leading their organization.

Also, whenever I meet with a prospect, I’m glad to offer some verbal PR counsel based on their unique background, goals and set of circumstances. I don’t give away the store, but offering “samples”—to borrow from the oft-used grocery store practice—is an effective way of showing, not merely telling, how I can help a potential client.


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